Abstract
As the competitive market nowadays shortens the life cycle of products, new products should be designed to meet the customer’s demand under a dynamic marketing environment so as to efficiently enhance the product strength of new products with maximization of profit. Hence, the key solution for enterprises to succeed will be the precise evaluation of new product development (NPD) performance, particularly for those who manage to survive in the intensely competitive market in Taiwan. This study is to identify the thin film transistor-liquid crystal display (TFT-LCD) touch panel industry and then establish an integrated model of NPD performance evaluation for enterprises. Firstly, literature review and interviews with experts are conducted to select the four aspects and 15 criteria as the main factors affecting NDP performance evaluation. Secondly, Decision Making Trial and Evaluation Laboratory (DEMATEL) is employed to identify the interrelationships among those factors. Finally, a Fuzzy theory is applied to resolve the linguistic hedges and an Analytic Network Process (ANP) is adopted to obtain the weights of all factors. A case study is performed to validate the proposed model in a Taiwanese TFT-LCD company. It not only provides the decision maker with a guidance system but also increases the competitive advantages for the TFT-LCD industry to design new products in the future.
Highlights
The 21st century is the era of mature technologies and the phase of a rapid transformation, leading to dramatic changes in people’s lifestyles and consumption behaviors
Thin film transistor-liquid crystal display (TFT-LCD) is an active matrix monitor mainly formed by two glass substrates with one layer of liquid crystal in the middle; the top-layer glass substrate is a combination of color filter, the lower-layer glass is covered with transistors
Decision Making Trial and Evaluation Laboratory (DEMATEL) is frequently applied to multiple criteria decision making (MCDM) to understand the core problems and construct evaluation performance model through the mutual impact between factors and the cause-and-effect diagram drawn based on the significance
Summary
The 21st century is the era of mature technologies and the phase of a rapid transformation, leading to dramatic changes in people’s lifestyles and consumption behaviors Those characteristics are usually reflected in the concept of production design. Japan strives to lead industry development from the top of industry upstream in addition to owning core technology and industrial components The strength of such approach lies in the R&D product technology and the weakness is the lack of planning in production, Japan commissions manufacturing to other countries. Under the trend of globalization, the technology of TFT-LCD requires constant improvement and development of new products for meeting the customer’s demand in order to maintain the corporate competitive advantages. Systematic development of new products and the performance evaluation of NPD are successful strategies that effectively sell new products and become the main focus of the enterprises
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